Norton Motorcycles has announced its Resurgence strategy at EICMA 2025, unveiling a new global direction supported by over £200 million of investment from TVS Motor Company since acquiring the brand in April 2020. The strategy marks a complete transformation of Norton, anchored in new product development, modern design language and advanced engineering while staying true to the company’s 127-year premium motorcycling legacy.
At the heart of the Resurgence strategy is a phased introduction of innovative motorcycles rooted in Norton’s distinct philosophy of design, dynamics and detail. Two new flagship models — the Manx R and Manx — were unveiled at EICMA, signalling the brand’s return to the global premium performance segment. The OEM also revealed plans for two additional models, the Atlas and Atlas GT, targeted at the middleweight adventure category.
Norton’s rebirth is underpinned by major investments in a modern manufacturing base and headquarters at Solihull, UK. The new facility, set up in 2021, functions as Norton’s global R&D and design hub, with capacity to produce up to 8,000 motorcycles annually. The plant follows TVS Motor’s strong manufacturing processes, while the Norton brand retains full independence in design and development. Workforce expansion for new model production has already resulted in a 25% increase in headcount.
Speaking on the transformation, Mr. Sudarshan Venu, Chairman of TVS Motor Company, said that the goal is to position Norton as the world’s most desirable motorcycle brand. “Over the last five years, TVS has invested more than £200 million to prepare Norton for its next chapter — a resurgence based on design, dynamics and detail. We have built a world-class team and a clear roadmap to deliver motorcycles that are modern, emotional and engineered to perfection.”
Norton also introduced a refreshed brand identity and new logo — a modern interpretation rooted in heritage. The company’s design direction is being led by Mr. Gerry McGovern (Chief Creative Advisor, Norton Motorcycles), known globally for shaping luxury automotive brands. He worked closely with Norton design head Simon Skinner to develop a unified visual direction, with every motorcycle designed as part of a cohesive family rather than stand-alone products.
The Manx R and Manx sport motorcycles, revealed at EICMA, are engineered to combine performance with emotional design. Lightweight architecture, class-leading torque and premium materials reflect Norton’s intent to deliver a visceral, rider-focused experience. The Atlas and Atlas GT, planned for launch next, are positioned as rugged yet refined machines for dual-purpose riding.
Mr. Brian Gillen, Chief Technical Officer at Norton, said that the new models are being developed through intensive real-world riding analysis and engineering collaboration across the UK, Italy and India. “The new motorcycles are a balance of design purity, dynamic capability and attention to detail. They are built for riders who demand emotional engagement and individuality,” he added.
The vehicle maker is preparing for global market expansion starting 2026. The company plans to build a premium retail and after-sales ecosystem with over 200 dealership touchpoints planned across Europe, North America and Asia. The focus is on long-term credibility and disciplined growth rather than rapid volume expansion.
From its origins in 1898, through decades of racing triumphs including Isle of Man TT dominance, to cutting-edge chassis innovations and rotary-engine race wins, Norton has always been defined by engineering experimentation. With TVS backing, modern manufacturing discipline, and a new product roadmap, Norton now aims to reposition itself as a modern performance-luxury motorcycle brand.
Mr. Nevijo Mance, Executive Director at Norton Motorcycles, “It’s not about reliving the past. It’s about building Norton for the next 100 years — with innovation and confidence.”
With the Resurgence plan in motion, Norton is ready to return to the global performance motorcycling arena with a renewed identity: modern, emotionally engaging and desirably premium.
